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10 Ways to Outsmart Your PPC
    Competition in 2013




   Presenters:
   Larry Kim | Founder, CTO of Wordstream
   Amanda West-Bookwalter | Writer and account manager at PPC Hero & Hanapin
   Marketing



HOSTED BY:
                                                 &
Speaker Introductions

• Larry Kim
   – Founder, CTO, WordStream, Inc.
   – Been doing PPC & SEO for 10 Years!
   – 3 Years ago, started WordStream!
   – Today we’re an industry-leading provider of a
     PPC Management Platform
• Amanda West-Bookwalter
   – Account Manager at Hanapin Marketing and
     Blogger at PPC Hero
   – Focuses primarily on eCommerce
   – PPCHero.com is the leading site for PPC
     Strategies, News and Information




                 &                                   2
Today’s Agenda

• Competition in PPC is more fierce than ever! You need to
  be faster and smarter than your competitors to keep up.
• 10 tips to help you outsmart your competition in 2013.
• Questions & Answers.




              &                                              3
                                                             3
Take Part in Live Blogging on Twitter / Google+

•   Include the hashtag#ppccompetitionin your Twitter
    tweets, Google+ status updates, etc.




                  &                                         4
                                                            4
Live-Poll Question 1

Question: Which of the following tools do you find most helpful in
getting an edge on your competitors? #ppccompetition


a)   Google Analytics
b)   SpyFu
c)   WordStream’sAdWords Grader
d)   New Google Betas
e)   AdWords Scripts




                  &                                                  5
                                                                     5
Live-Poll Question 2

How long have you been involved with Search Marketing?
#ppccompetition
a)   Less than 1 Year
b)   1-3 Years
c)   3-5 Years
d)   5+ Years




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                                                         6
1. Be More Organized Than Your Competition
A. Tighten your ad tests and AdWords Campaign Experiments
B. Give yourself time
C. Example: Ad Test Matrix




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                                                            7
Example: Ad Testing Matrix




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                             8
2. Use Bid Management and Reporting Tools.
A. Automate and free up your time from maintenance
B. Paid options
C. Free Options




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                                                     9
Try It Now: AdWords Automated Bidding Rules
Go to your account’s Keywords tab and select the “Automate”
button. You have a variety of rules to choose from, so select
carefully based on your KPIs!




               &                                                10
                                                                10
3. Learn How to Use AdWordsScripts and Excel Macros.
A. Make your Mountains of data easier to digest
B. Generate graphs for ad copy analysis, examine keywords, and
   Quality Score monitoring.
C. Generate unique insights from the most basic of AdWords




              &                                              11
                                                             11
4. Utilize third party retargeting sites
A. Get bigger audiences to reach your most qualified audiences.
B. Get access to Facebook Ad Exchange.
C. Use dynamic ads




                 &                                           12
                                                             12
5. Make sure you’re on the cutting edge for new betas
A. Google Analytics whitelisting
B. Search Remarketing
C. Get with an agency that has a great relationship with their
   Google rep




               &                                                 13
                                                                 13
6. Analyze your data to find your account’s sweet spot in terms
of average ad positions.
A. Stop wasting money trying to get to the top.
B. Download a keyword report by campaign, segment for
   week, create a pivot table.
C. Check out this URL for a step-by-step guide:
   http://www.ppchero.com/find-your-ppc-accounts-optimal-ad-
   position-with-pivot-tables/




               &                                                  14
                                                                  14
&   15
    15
7. Get Your Quality Score Discount!!
10 ways to outsmart your ppc competition in 2013
10 ways to outsmart your ppc competition in 2013
Typical Quality Score Discounts




• Source: “The Economics of Quality Score” by Mr. Craig Danuloff
Advertiser A – 14% Click Through Rate




                                        20
Advertiser A – Avg. Quality Score of 8.8




                                           21
Advertiser A




               22
Advertiser B – 1.3% Click Through Rate




                                         23
Advertiser B – Avg. Quality Score 3.8




                                        24
Advertiser B




               25
9. Ad Extensions!




               &    26
                    26
10 ways to outsmart your ppc competition in 2013
9. Creative Ads (Source: Perry Marshall)




                &                          28
                                           28
What Ad Testing Is Not




               &         29
                         29
Forrest vs. Leaves

“Forrest”             “Leaves”

                      • Grammar
• “Creative Stuff”      – Punctuation
   – Your Offer         – Capitalization
   – Your USP           – Spelling
   – Your Guarantee

                         Focus on this




                &                          30
                                           30
Example




          &   31
              31
• Source: Perry Marshall

           &               32
                           32
Example 1




            &   33
                33
Example 2




            &   34
                34
3 Tips for a USP / Offer that Stands Out From the Competition
Ask your customers!
• What is your #1 question about ____?
• What caused you to look for ____ today?
• What would you like us to help you with today?




               &                                                35
                                                                35
10. Maintain an Active PPC Lifestyle




               &                       36
                                       36
&   37
    37
11. Find Out How Your Account Compares with the Competition
- Grade Your PPC Account!

•   Baseline your performance
•   A free, instant PPC audit in
    under a minute!
•   Grades your AdWords
    account performance based
    on 8 Key PPC metrics
•   Compares how you’re doing
    against other accounts of
    similar size (monthly spend)



    www.wordstream.com/google-adwords

                     &                                    38
                                                          38
Grade Your Quality Score




               &           39
                           39
Grade Your Quality Scores




               &            40
                            40
Grade Your Click Through Rates




   www.wordstream.com/google-adwords
         &                             41
                                       41
Summary
• Work smarter in 2013 to get an edge on your competition.


• Look for new tools and opportunities to provide insights that
  your competitors might have missed!




               &                                              42
                                                              42
Final Poll Question
Q: If you’re looking for help with your accounts, would you like…
#ppccompetition


a) WordStream Offer: A free 1-on-1 AdWords account assessment
   with a certified AdWords Professional
b) A free one-on-one solutions blueprint/account assessment
   with Hanapin Marketing (for accounts with over $20,000/
   month in spend)




               &                                                43
                                                                43
Your Questions
Thank you for attending WordStream& Hanapin Marketing’s PPC
Optimization Clinic webinar. #ppcclinic

Don’t forget to sign up for a Free Trial of WordStream:
             http://www.wordstream.com/ppc-free-trial
Sign up for a Free Solutions Blueprint from Hanapin Marketing
  http://www.hanapinmarketing.com/solutions-blueprint-
                       sign-up
Or contact us directly:
                      Larry Kim
            lkim@wordstream.com
            http://twitter.com/larrykim

                    Amanda West-Bookwalter
            amanda.west-bookwalter@hanapinmarketing.com


                       &                                        44
                                                                44

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10 ways to outsmart your ppc competition in 2013

  • 1. 10 Ways to Outsmart Your PPC Competition in 2013 Presenters: Larry Kim | Founder, CTO of Wordstream Amanda West-Bookwalter | Writer and account manager at PPC Hero & Hanapin Marketing HOSTED BY: &
  • 2. Speaker Introductions • Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 Years! – 3 Years ago, started WordStream! – Today we’re an industry-leading provider of a PPC Management Platform • Amanda West-Bookwalter – Account Manager at Hanapin Marketing and Blogger at PPC Hero – Focuses primarily on eCommerce – PPCHero.com is the leading site for PPC Strategies, News and Information & 2
  • 3. Today’s Agenda • Competition in PPC is more fierce than ever! You need to be faster and smarter than your competitors to keep up. • 10 tips to help you outsmart your competition in 2013. • Questions & Answers. & 3 3
  • 4. Take Part in Live Blogging on Twitter / Google+ • Include the hashtag#ppccompetitionin your Twitter tweets, Google+ status updates, etc. & 4 4
  • 5. Live-Poll Question 1 Question: Which of the following tools do you find most helpful in getting an edge on your competitors? #ppccompetition a) Google Analytics b) SpyFu c) WordStream’sAdWords Grader d) New Google Betas e) AdWords Scripts & 5 5
  • 6. Live-Poll Question 2 How long have you been involved with Search Marketing? #ppccompetition a) Less than 1 Year b) 1-3 Years c) 3-5 Years d) 5+ Years & 6 6
  • 7. 1. Be More Organized Than Your Competition A. Tighten your ad tests and AdWords Campaign Experiments B. Give yourself time C. Example: Ad Test Matrix & 7 7
  • 8. Example: Ad Testing Matrix & 8 8
  • 9. 2. Use Bid Management and Reporting Tools. A. Automate and free up your time from maintenance B. Paid options C. Free Options & 9 9
  • 10. Try It Now: AdWords Automated Bidding Rules Go to your account’s Keywords tab and select the “Automate” button. You have a variety of rules to choose from, so select carefully based on your KPIs! & 10 10
  • 11. 3. Learn How to Use AdWordsScripts and Excel Macros. A. Make your Mountains of data easier to digest B. Generate graphs for ad copy analysis, examine keywords, and Quality Score monitoring. C. Generate unique insights from the most basic of AdWords & 11 11
  • 12. 4. Utilize third party retargeting sites A. Get bigger audiences to reach your most qualified audiences. B. Get access to Facebook Ad Exchange. C. Use dynamic ads & 12 12
  • 13. 5. Make sure you’re on the cutting edge for new betas A. Google Analytics whitelisting B. Search Remarketing C. Get with an agency that has a great relationship with their Google rep & 13 13
  • 14. 6. Analyze your data to find your account’s sweet spot in terms of average ad positions. A. Stop wasting money trying to get to the top. B. Download a keyword report by campaign, segment for week, create a pivot table. C. Check out this URL for a step-by-step guide: http://www.ppchero.com/find-your-ppc-accounts-optimal-ad- position-with-pivot-tables/ & 14 14
  • 15. & 15 15
  • 16. 7. Get Your Quality Score Discount!!
  • 19. Typical Quality Score Discounts • Source: “The Economics of Quality Score” by Mr. Craig Danuloff
  • 20. Advertiser A – 14% Click Through Rate 20
  • 21. Advertiser A – Avg. Quality Score of 8.8 21
  • 23. Advertiser B – 1.3% Click Through Rate 23
  • 24. Advertiser B – Avg. Quality Score 3.8 24
  • 26. 9. Ad Extensions! & 26 26
  • 28. 9. Creative Ads (Source: Perry Marshall) & 28 28
  • 29. What Ad Testing Is Not & 29 29
  • 30. Forrest vs. Leaves “Forrest” “Leaves” • Grammar • “Creative Stuff” – Punctuation – Your Offer – Capitalization – Your USP – Spelling – Your Guarantee Focus on this & 30 30
  • 31. Example & 31 31
  • 32. • Source: Perry Marshall & 32 32
  • 33. Example 1 & 33 33
  • 34. Example 2 & 34 34
  • 35. 3 Tips for a USP / Offer that Stands Out From the Competition Ask your customers! • What is your #1 question about ____? • What caused you to look for ____ today? • What would you like us to help you with today? & 35 35
  • 36. 10. Maintain an Active PPC Lifestyle & 36 36
  • 37. & 37 37
  • 38. 11. Find Out How Your Account Compares with the Competition - Grade Your PPC Account! • Baseline your performance • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on 8 Key PPC metrics • Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords & 38 38
  • 39. Grade Your Quality Score & 39 39
  • 40. Grade Your Quality Scores & 40 40
  • 41. Grade Your Click Through Rates www.wordstream.com/google-adwords & 41 41
  • 42. Summary • Work smarter in 2013 to get an edge on your competition. • Look for new tools and opportunities to provide insights that your competitors might have missed! & 42 42
  • 43. Final Poll Question Q: If you’re looking for help with your accounts, would you like… #ppccompetition a) WordStream Offer: A free 1-on-1 AdWords account assessment with a certified AdWords Professional b) A free one-on-one solutions blueprint/account assessment with Hanapin Marketing (for accounts with over $20,000/ month in spend) & 43 43
  • 44. Your Questions Thank you for attending WordStream& Hanapin Marketing’s PPC Optimization Clinic webinar. #ppcclinic Don’t forget to sign up for a Free Trial of WordStream: http://www.wordstream.com/ppc-free-trial Sign up for a Free Solutions Blueprint from Hanapin Marketing http://www.hanapinmarketing.com/solutions-blueprint- sign-up Or contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim Amanda West-Bookwalter amanda.west-bookwalter@hanapinmarketing.com & 44 44

Editor's Notes

  1. WS introduction – hand off to Larry
  2. WS introduction – hand off to Larry
  3. WS introduction – hand off to Larry
  4. WS introduction – hand off to Larry
  5. WS introduction – hand off to Larry
  6. WS introduction – hand off to Larry
  7. Key Takeaways: -